As consumer’s we’re used to decoding advertising images we see. We consciously and subconsciously recognise visual puns, metaphors or simply admire certain elements ie. fantastic, fit & healthy body, expensive, interesting, aspirational elements, and in turn associate then with the product being advertised. Or laugh at a joke, or see ourselves in some way.
This advert was just odd. And it would have been deliberately made that way. So child = family - but no adult in sight. Child right in front of bumper = could be driver of car getting out, leaning on their car with shades on admiring where this car has taken them - but it’s only a child, on their own, standing in a very vulnerable place. Red car = potency, speed, sex - child again is incongruous/ jarring in this ‘advertising’ context. Completely in-tact banana in front of mouth = phallic symbol - not a mushed, half-eaten banana but pristine and about to be bitten by the child - an odd moment, an odd pose.
‘Let’s your heart beat faster - in every aspect‘
When does your heart beat faster?When you’re in love, when your excited, when you’re exercising, when your frightened... how does this slogan marry up with that image?
It’s all round odd. And it would have been created, dissected and scrutinised by teams of designers, execs, directors, photographers, stylists etc. before going out into the wild.
What on earth were they all thinking??